Tag Archives: digital

Ignorance Is No Defence

Ignorantia juris non excusat or ignorantia legis neminem excusat

ignorance

If you are in business and are preferring to remain ignorant about the effects the web has on every aspect of life then chances are you may not survive. Because ignorance is no defence.

I am an advertising manager of a newspaper and somehow I have now become a multi media manager within a newspaper. It happened fairly slowly but over the last two years the rate at which we continue towards an ever increasing digital future is alarming.

Like  a lot of people in business I thought internet propositions would disappear so I played the game and kept my focus on the printed newspaper then BAM! digital hit me again and this time I knew it was sink or swim.

It takes courage and strength to change the way you work-as a colleague of mine says it’s like trying to turn an oil tanker on a narrow road. So I recently made a conscious decision to surpass myself and become a more competent manager better suited to today’s world.

So as a multi media manager I decided to make the conscious decision to almost ignore printed advertising- after 12 years in the industry I almost know newspapers inside out. Instead I decided to become a digital advertising expert to work in tandem with my knowledge about print.

What did I do?

First of all I briefed my team on how we are going to attack our digital targets in the most productive way-by breaking down our targets in to small manageable chunks. If I told you that my target in April is to generate over one million impression sales for our website then you should be able to better appreciate my need for turning this oil tanker.

Then I gave each person a sliding scale of impressions and their cost-to avoid the endless tapping of calculator keys but also to make it easier to build in to campaigns and tailor to the needs of their business.

Thirdly I made sure that every single day every member of my team was given daily visit information from the previous day. I also did spot checks on how much of this information they were taking in. Was it much-no! Is there improvement-three days of me spot checking and my team are getting closer to the right figures.

After this I started working on the creativity of the sale and pitched a campaign bespoke to a business which would mean them targeting sports readers on our website. It was a success.

Finally-I’m not going to stand back and watch the web take away my business-I am learning, researching, calling people for advice, tying, testing and above all enjoying becoming someone who understands online advertising.

My point-yes it was longwinded- is that it is much easier to sit back and say ‘Well I don’t need to learn’ ‘I don’t use the internet’ or ‘I don’t need online advertising’ because the truth is-you do.

Don’t think of the internet as a new way of doing business-think of it as an essential way of doing business that can ensure your company becomes accessible to people at any time of the day-even when you may be sleeping.

A new challenge can often make you develop a new love for your products or services.

I’ve said it before but the changes in my industry have been so refreshing and now, although hard work, are such amazing learning curve.

So please learn because gnorance will be no defence when a competitor takes your business.

 

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Businesses Don’t Care

If you keep seeing negative comments about your business then you need to do something about it.

People often vent because they think that businesses don’t care about their consumers or that you won’t respond to any concerns.

You need to change your attitude in to thinking ‘I’m glad I can see what people think of my business because then I can act on it’

You also need to share the good things people say about you to ensure that all of your customers and potential customers are reminded how good you are.

Don’t beat yourself up-no one can be great all the time. Feel brave enough to give yourself a pat on the back when you see something great about your business.

Here are some of my personal experiences for you to read and maybe get some ideas from:

  • (BAD) I rarely take the time to complain but felt the urge after opening a bag of crisps from Morrison’s Supermarket. The contents of the bag were wet which was strange. I Tweeted a photo of the crisps to Morrison’s with a 120 character complaint. Guess what? Within 5 minutes I had a reply. ‘Ewww’ it said ‘Message me your details and the bar code’-which I did. Within 7 days I received £3 worth of vouchers and a covering letter. The supermarket has risen so high in my estimations. (And this is a large business)
  • (GOOD) My newspaper produced a poster to back our local football team with a local business as a sponsor. The customer on Facebook shared a photograph of the poster he sponsored and publicised his backing for our campaign. His adverts looked amazing and really captured his brand, the poster would reach his target market as he is in the motoring trade and his praise for our product is such great feedback-comments like this you can’t buy so I re-shared his post for others to see. Lovely for me as I worked with the editor in providing a good platform for a local business on the poster, great for the member of my sales team who worked with the customer, great for the newspaper to hear positive feedback and finally a great opportunity for a local business to brand his business alongside a product linked with a Premier Football team. (Lots of greats I know)
  • (BAD) Although I’ve recently turned 40 I absolutely love being out dancing in to the early hours and am happiest when I’m in Revolution in Swansea. I love the music and if I’m out of a night you can guarantee once I get in to the venue I don’t come out for hours. I was really surprised when I added the bar to Facebook the next day to see really bad reviews on their page. And even more surprised to see not one of the negative reviews had any response. Why is that important? All I can see is one side of a story. If I didn’t know about the bar and had checked them out would I have gone in-no way! if your business has a Facebook page and you allow customers to review you please make sure you respond in a professional manner. It will speak volumes about your customer care

These experiences have given me food for thought.

Don’t believe me…?

consumer_reviews_infographic

And Then God Created Man

I was going to begin my blog with a journey through time-my time in the media industry but thought again and decided not to. What matters is now-not how we got here but what on earth do we do now we are here?

evolution-of-man

I work for South West Wales Media- it used to be a printed newspaper now it can be almost anything you want it to be- we are a printed newspaper, a web based newspaper, a mobile newspaper, a lifestyle magazine, an event, a web site builder, an SEO specialist or a social media guru.

With such a vast portfolio of products on offer I started thinking about the challenges faced by all businesses today.

Who do I advertise with?

Hundreds of different businesses are competing for a share of your budget and it could be easy to invest in the wrong ones.

That’s why I’ve started this blog-with a little bit of help you can decide what your business needs.

There are millions of people talking about online marketing every day but unless you know what your business needs it can seem a little overwhelming.

The are hundreds of companies telling you what your business needs but unless you can make educated choices yourself you could end up wasting your important marketing budget.

I want to share with you and help you understand what your options are and what to look for.

I’m not a whizz kid online-I’m a sales manager and I help businesses by ensuring they get response using all the tools I have available. You are the sales manager of your business- you need to invest in whatever gets your phone ringing. We’re not poles apart.

What is Direct Response Advertising?

Direct Response Advertising has been called advertising that makes your phone ring. A Call-to-Action encourages your potential customers to pick up the phone or go online to get in touch with you right away

Now you have that in mind we are ready to begin our journey in to the maze that is advertising.

It’s easy if you know how